The Olympics draw out on a micro level, the emotions, pride, contentions and drama which each of us experience as members of the human race. But if you think all of the drama ends on the track, think again! It extends all the way to the visual brand which has been a magnet for international scrutiny and is steeped in historical controversy. Amazing as it may be that the brand has been able to survive in its constant state of renewal, its survival might be best explained by a closer look at the 2010 iteration and the people behind it.

Months of research and strategic involvement bring us a clean & focused look for the familiar theme, giving the ancient Olympic brand a surprisingly ‘current’ feel. This look is perpetuated through an exceptionally executed campaign which seamlessly encompasses both traditional & new brand elements and some truly inspiring illustrations. See for yourself:

Need More Vancouver Info?

Olympic and Paralympic Games design has a long tradition of creativity and excellence. Each Organizing Committee tries to visually capture the Olympic and Paralympic spirit, while telling the unique story of the host region and country.

The Host Country of every Olympic and Paralympic Games tells a unique story of culture and imagination through design and artistry. The Vancouver 2010 graphic identity seeks to unify and beautify the Games with a consistent look and feel throughout all its environments and communications.

Olympic and Paralympic Games design has a long tradition of creativity and excellence. Each Organizing Committee tries to visually capture the Olympic and Paralympic spirit, while telling the unique story of the host region and country.

Pictograms are icons representing each sport and are found on maps, signage and other communications and creative applications. Every Olympic and Paralympic Games Host Country has added its own unique design to its pictograms.

Thanks for collecting these Chad. I absolutely love this whole campaign. It’s just sad that Leo passed away before he got to hear the compliments and praises of his work. This is truly an amazing set of designs that will help people remember him more. :)

Looks very 2005 illustration style to me. Also looks like a bunch of stock illustrations from iStockphoto all piled together on the same page. But whatev. If you want to praise the work, go ahead and praise it, but I bet if Walmart put out a campaign like this you would all be lambasting it for it’s stunning lack of creativity, inspiration and execution. The only good part is the typeface.

It’s interesting that you do not like this campaign. Do I think you should like it? No. Everyone is entitled to their own opinions and design/creativity in general is very subjective.

Now, calling vector illustrations iStock is a different matter. The color palette may look like something that is on iStock but, the execution as a whole is something entirely different from iStock. If you look at the video called “transmoflection” you will see the extreme measures put in to come out of with a successful campaign that both embodied the olympic spirit & the city of Vancouver.

Good campaigns do not have to be overly designed and overly crazy. If you remember Paul Rand who designed the IBM logo that was literally an Eye a Bee and a typographic M. Simple? Yes. Un-originial or lacking creativity? No.

If walmart had this campaign I would praise it. Regardless of who runs the campaign you can’t argue when its successful. I love several campaigns that are made by brands I do not support nor like but they have creative advertising and therefore I like the campaigns they run.

I also ask that you communicate what you do not like instead of saying “whatev”. Again, this is highly subjective. Is it too simple of a campaign? Does it not look original enough or have enough character? Does it not embody the olympic spirit or spirit of Vancouver?

Thank you for not being afraid to say you didn’t like the campaign. But, I don’t think piling iStock photo & vector elements in the same category is very fair.

It would be interesting to see what type of work Tang would submit. The immense scope of capturing the Winter Olympics in a unique, cohesive design campaign would be a wonderful challenge for any designer. It is always easy to sit back and critique, but few are willing to step up to the plate . . .